 Well, and I would say even earlier than, but the 2016 election cycle is probably, you're right, but where it changed, because I might even go back as far as the Republican primary debates when Trump first hit the stage and suddenly changed how those, they were all political, you know, like career politicians on that stage with him, and they didn't know how to react or respond. They didn't know this tactic. They didn't know his tactics.